From the course: Advanced Lead Generation
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Buying journey development
- [Instructor] So now that you've enumerated members of the buying committee, including their roles and unique points of view, we can put them in motion. By mapping buying committee members to key stages of the buying journey, we have the basis to know precisely how to speak to, engage, inspire, and mobilize prospects in a given moment of time. For example, before you can earn the right to demo your product or service to a prospect, you have to earn their interest by getting a commitment or strong preference to change. And to do that, you have to demonstrate a challenge to their status quo. Some prospects may be more inclined to think differently about their status quo than others, but make no mistake. Anytime you are moving a prospect towards a commitment to change, you are creating work, for them and for their colleagues. Therefore, the impact of change, the outcome your product or service represents, had better be…
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